The LIBRE Initiative, a center-right political organization connected to Koch-linked Americans for Prosperity, launched a six-figure ad campaign for a new 60-second spot on Monday as Trump and Republicans remain at loggerheads regarding how to proceed with tax reform.
“The Biden administration and their reckless policies left Latino families hurting, leaving us with the highest cost of living in a generation,” the ad’s narrator says. “Now we’re facing a new threat, the expiration of the 2017 Tax Cuts and Jobs Act, which would mean higher taxes for you and our business community, and would put the American dream further out of reach for so many of us.”
The narrator adds: “It’s time Latinos send a message to Washington loud and clear, no more high taxes, no more massive government spending on the backs of Latino families.”
The ad, “A Loud & Clear Message from Latinos: No Tax Hikes,” is part of a more expansive, seven-figure LIBRE Initiative campaign called “Protecting Prosperity,” which includes digital ads, grassroots events, and what the group is describing as a “congressional accountability” strategy.
“Latino families have benefited tremendously from the tax relief provided by the 2017 Tax Cuts and Jobs Act,” Sandra Benitez, LIBRE Initiative’s executive director, told the Washington Examiner. “From lower tax rates to expanded access to jobs and business opportunities, these provisions have helped foster a more vibrant and prosperous economy for families across the country.”
The 2017 Tax Cuts and Jobs Act is poised to expire on Dec. 31 and, with it, its standard deduction, individual tax rates, the child tax credit, the state and local tax deduction, the estate and gift tax, and the qualified business income deduction.
When it comes to passing tax reform and Trump’s other priorities, from border security to “unleashing” domestic energy, the president and House Speaker Mike Johnson (R-LA) would prefer one reconciliation bill, compared to Senate Majority Leader John Thune‘s (R-SD) preference for two. Despite controlling both chambers of Congress and reconciliation bills only requiring a simple majority, House Republicans cannot agree on a proposal, even after spending five hours with Trump at the White House last week, while the Senate is prepared to introduce its own measure.
Trump won last year’s election against former Vice President Kamala Harris, in part, because he increased his support among Latinos. According to the Associated Press, Trump received 42% of the demographic’s vote in 2024, compared to 28% in 2016 and 32% in 2020.
At the same time, Trump’s second administration has been criticized for concentrating on social issues, such as removing Spanish translations of federal government websites, instead of economic policies.
The White House contends Trump’s energy executive orders, among other executive action, is the president decreasing consumer prices.
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“During his first weeks in office, President Trump declared a national energy emergency to Make America Energy Dominant Again, pledged to cut ten regulations for every new regulatory action, and outlined a plan to deliver the largest tax cut in history for hardworking Americans,” press secretary Karoline Leavitt said in a statement last week. “President Trump is delivering on his promise to restore our broken economy, revive small business optimism, create jobs, and ignite a new Golden Age for America.”
With respect to taxes, Leavitt told reporters on the White House driveway last week Trump is also seeking no tax on tips, no tax on seniors’ Social Security, no tax on overtime pay, no special tax breaks for billionaire sports team owners, no carried interest tax deduction loophole, and tax cuts for goods made in the United States.
